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Article: An uncommon marketing approach: is the use of mass media detrimental to your franchise?(Marketing & Public Relations)
- Article from:
- Franchising World
- Article date:
- January 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 International Franchise Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Advertising in America has become frantic, clever, expensive, ubiquitous and increasingly invisible. The word you hear most often now in ad circles is "clutter," followed by "recall." The two are inversely proportional. Today, advertisers spend millions of dollars to reach consumers besieged by messages that often leave little or no impression.
Businesses are scrambling to find ways to stand out from the crowd. To make matters worse, recent studies suggest that if you are not one of the top contenders in your service or product category, all those advertising dollars you spend are likely to drive customers into the arms of your biggest competitors, the market ...